9:00-6:30pm PT (In-person) (Including Cocktail Reception) | 10:00-5:00pm PT (Livestream)
NBCUniversal, Universal Studios Lot, 3900 Lankershim Blvd., Universal City, CA 91608
Event Venue: “The Commons” Building
See Venue Directions tab for exact Gate # to enter.
The ARF and CIMM have merged events to launch “What’s Next for the Streaming Revolution: Viewing Trends, Measurement & Insights”. This year’s event delivers fresh, research-driven insights on how viewers are shifting their TV and video habits across platforms—and how to measure those changes. Experts will tackle today’s biggest media challenges, revealing what drives audience behavior, how to promote content effectively, and where to advertise for maximum impact.
Join us on October 29 in-person or virtually to hear the latest data and discussions of the data’s implications from leading media and measurement experts. They will share:
A panel of leading experts will share their predictions for 2025 and beyond, based on new data.
Attendees will have the opportunity to network over breakfast, lunch, breaks and the cocktail reception.
Mark your calendar for October 29 – Register Today!
Brian West
SVP, Data & Measurement Strategy, NBCUniversal
Dave Kaplan
EVP, Content Analytics, Media Group, NBCUniversal
Tania Missad
EVP, Insights, Strategy & Analytics, Sony Pictures Entertainment
Brian Fuhrer
SVP, Product Strategy & Thought Leadership, Nielsen
Jon Tuck
President, Publicis Sports
Natasha Hritzuk
VP, Head of Corporate Research, Warner Bros. Discovery
Michael Mulvihill
President, Insights and Analytics, Fox Corporation
Denya ChinQuee
Senior Consumer Insights Manager, Amazon Ads
Jon Giegengack
Principal and Founder, Hub Entertainment Research
Monica Longoria
Head of Marketing Insights, LG Ad Solutions
Audra Priluck
SVP Business Development, SmithGeiger Group
Grady Miller
Chief Strategy Officer,
NRG
Yan Liu
CEO, TVision
Dan Reines
SVP Research & Insights, SmithGeiger Group
Taylin Shoemaker
Research Director, SmithGeiger Group
Jim Meyer
General Manager,
DASH
Kara Manatt
EVP of Intelligence Solutions,
MAGNA Global
Zoe Zirlin
Advertising Research Manager,
Roku
Tameka Kee
SVP, Programming & Operations, Coalition for Innovative Media Measurement (CIMM)
Matthew Gottlieb
SVP, Insights & Measurement,
NBCUniversal Advertising & Partnerships
Marc Hatfield
Sports Partnerships Lead,
YouTube
Angelique Gillmer
U.S. Client President,
WPP Media
Rachel Herbstman
VP, Data Innovation
Ampersand
Lauren Izzo
VP, Sales – Commercial,
Comscore
David Lawson
Client Partner & Qualitative Specialist,
Hypothesis Group
Jen Carton
SVP of Product Management,
Comscore
Stephen Battaglio
Staff Writer,
The Los Angeles Times
Rameez Tase
Co-Founder and President,
Antenna
Christina Parish
EVP, TV & CPG Group, Screen Engine/ASI
Tracy Scher
Senior Director, NBCU Data & Measurement Strategy, NBCUniversal
Mark Loughney
Senior Consultant, Hub Entertainment Research
Jennifer Pelino
Chief Commercial Officer & President, Data Cloud, Sports Innovation Lab
Matthew Wiesemann
Senior Manager, Marketing, Comscore
Janelle James
SVP, IUU, Ipsos
Dave Kaplan
SVP Entertainment Research & Decision Sciences, NBCUniversal
Michael Bernstein
SVP, Data and Analytics, Excel Sports Management
Justin Fromm
Head of Insights, Samsung Ads
David Viviano
Chief Economist,
SAG-AFTRA
Scott McDonald, Ph.D.
President & CEO,
ARF
Paul Donato
Chief Research Officer,
ARF
Evan Cohen
SVP, Projects and Strategic Initiatives,
CIMM
Christian Kurz
SVP, Global Streaming Research and Insights,
Paramount
Ed Isabella
SVP Research, Insights, and Analytics, Disney Entertainment Television
Kaylin FitzSimons
Senior Director
ESPN Research
Jackie Day
Director, Inclusive Insights and Analytics,
GroupM
Chris Lang
Partner & Chief Insights Officer, SmithGeiger
Mercedes Bender
Principal, Inclusive Growth Strategy,
Ipsos Strategy3
Horst Stipp, Ph.D.
EVP, Research & Innovation, ARF
Kaylin FitzSimons
Senior Director
ESPN Research
| 9:00-10:00am | Registration and Breakfast |
| 10:00-10:05am | Opening Remarks Scott McDonald, Ph.D. – President & CEO ARF |
| How We Watch Shifting Patterns in Viewing Behavior | |
| 10:05-10:25am | From Love Island to Legendary February: NBCU’s Cross Platform Approach to Entertainment & Sports Hear how NBCUniversal harnesses analytics and insights to guide content decision-making across Entertainment and Sports, plus some of the new measurement capabilities that are unlocking these findings. With a broad portfolio of content across NBC, Bravo, Peacock and more, and ever-changing consumer behaviors and overall landscape, this presentation will explore how the NBCU teams analyze data and cross-pollinate insights to maximize viewership and engagement. Brian West – SVP, Data & Measurement Strategy, NBCUniversal Dave Kaplan – EVP, Content Analytics, Media Group, NBCUniversal |
| 10:25 – 10:45am | A Year of Big Changes: The Media Landscape Story Continues Picking up after last year’s Olympic-sized update, the latest episode in the ongoing ARF OTT series illustrates the consumer changes, media strategy adjustments, and booming successes of the past year. Brian Fuhrer – SVP, Product Strategy & Thought Leadership, Nielsen |
| 10:45 – 11:00am | Things You Thought You Knew About Television This conference brings together the most knowledgeable people in the television industry. Can surprising new findings from the DASH TV Universe Study stump a roomful of experts? Find out – and learn about the latest consumer trends in TV connection and consumption in this interactive session led by DASH heads Paul Donato and Jim Meyer. Jim Meyer – General Manager, DASH Paul Donato – Chief Research Officer, ARF |
| 11:00– 11:20am | Then & Now: From Analog to Always-On On July 12, 2009, the U.S. switched from analog to digital TV — a milestone that set the stage for streaming. Fast-forward to 2017, Comscore released its first State of OTT report, capturing the early rise of connected TVs and apps. Today streaming has become the always-on hub of media consumption. In this year’s State of Streaming, leaders from Comscore will be joined by Roku to trace the industry’s evolution across three dimensions: behind the screen which focuses on operating systems, platforms, and personalization powering smarter delivery and cross-platform measurement; on the screen highlights the devices and content choices shaping daily viewing; and in front of the screen spotlights the consumer experience — from ad formats to interactivity — that connects audiences and brands. Together, these perspectives reveal where streaming has been, where it’s headed, and what it means for brands navigating the next wave of media innovation. Jen Carton – SVP of Product Management, Comscore Lauren Izzo – VP, Sales – Commercial, Comscore Roku speaker – TBC |
| 11:20 – 11:40am | Latest Insights on Viewing Behaviors & Trends for Today’s Media Landscape (Panel Discussion) Jon Giegengack — Principal and Founder, Hub Entertainment Research Paul Donato – Chief Research Officer, ARF Monica Longoria – Head of Marketing Insights, LG Ad Solutions Grady Miller – Chief Strategy Officer – NRG Moderator: Tameka Kee – SVP, Programming & Operations, CIMM |
| 11:40 – 12:00pm | Paramount To be Announced |
| 12:00 – 12:55pm | LUNCH OPTIONS ARF OTT/CIMM West Networking Lunch Or Women In Analytics Luncheon Event ![](https://thearf.org/wp-content/uploads/2025/09/WIA_COURAGEOUS-CAREER-MOMENTS_EMAIL-BANNER-10.29-V2.jpg") |
| TV Attention, Deconstructed This session will explore how viewers navigate today’s complex streaming landscape. We’ll share evidence-based findings that challenge conventional wisdom about attention patterns, viewing habits, and the evolving relationship between free and paid streaming environments. Kara Manatt – EVP of Intelligence Solutions, MAGNA Global Zoe Zirlin – Advertising Research Manager, Roku Culture Pulse: Using an AI moderator to yield valuable insights Topic – To be Announced NBCUniversal | |
| 2:00 – 2:10pm | Afternoon Sessions: Welcome Back Paul Donato – Chief Research Officer, ARF |
| From Metrics to Market Impact Using Insights and Measurement Innovation to Improve Ads and Create Better Content | |
| 2:10 – 2:30pm | Streaming Audiences From A Talent Perspective A fireside chat with the Screen Actors Guild David Viviano – Chief Economist, SAG-AFTRA |
| 2:30 – 2:40pm | Key Takeaways from the Thought Leadership Salon about Measurement Evan Cohen – SVP, Projects and Strategic Initiatives, CIMM |
| 2:40- 3:05pm | Priority Issues for Measurement Today (Panel Discussion) Rachel Herbstman – VP, Data Innovation, Ampersand Moderator: Evan Cohen – SVP, Projects and Strategic Initiatives, CIMM Additional panelists to be Announced |
| 3:05 – 3:25pm | Afternoon Break |
| 3:25 – 3:45pm | Going Beyond Audiences for Contextual Targeting on Streaming It’s time to go beyond audience demographic targeting to improve CTV ad performance. When it comes to effectively optimizing CTV advertising, context matters most. Advertisers need to understand when, where and how viewers are engaging with content. Contextual signals give advertisers significant insight into viewer engagement. Some of the signals are intuitive and some are surprising. When it comes to effective contextual advertising, let the data lead. In this session, TVision will walk audiences through data driven suggestions for contextual advertising on streaming. Yan Liu – CEO, TVision |
| 3:45 – 4:05pm | From Box Office to Basket: How Fandom Drives Engagement Amazon Ads presents research exploring what we’ve dubbed “the ripple effect”— the lasting influence of movies on consumer purchasing behaviors across multiple categories. We uncover how entertainment engagement creates measurable purchase impacts spanning from pre-release excitement through long-term fandom, revealing that movie fans maintain decade-long connections through movie-related activities, merchandise purchases, and dining experiences. The session explores how viewers engage with content across theatrical and streaming environments, and the opportunities this presents for advertisers. Denya ChinQuee – Senior Consumer Insights Manager, Amazon Ads |
| 4:05 – 4:30pm | From Insights to Impact: Evolving Sports Media Strategy (Panel Discussion) Matthew Gottlieb – SVP, Insights & Measurement, NBCUniversal Advertising & Partnerships Jon Tuck – President, Publicis Sports Marc Hatfield – Sports Partnerships Lead, YouTube Moderator: Michael Mulvihill – President, Insights and Analytics, Fox Corporation |
| The Road Ahead Trends, Technologies, and Market Forces Set to Define 2026 and Beyond | |
| 4:30 – 4:55pm | Future Panel: Predictions for 2026 and Beyond (Panel Discussion) Natasha Hritzuk – VP, Head of Corporate Research, Warner Bros. Discovery Tania Missad – EVP, Insights, Strategy & Analytics, Sony Pictures Entertainment Angelique Gillmer – U.S. Client President, WPP Media David Lawson – Client Partner & Qualitative Specialist, Hypothesis Group Moderator: Stephen Battaglio – Staff Writer, The Los Angeles Times |
| 4:55– 5:00pm | Closing Remarks |
| 5:00-6:30pm | Cocktail Reception |
Attendees included C-Suite executives, senior and mid-career leaders and young professionals hailing from the marketer, media, agency, research and academic institutions.
84.51
A+E Networks
Abbott
Ad Monsters
Adelaide
Adexchanger.com
Advertising Age
Affectiva
Albertsons Companies, Inc.
Ally
Antenna, Inc.
Applecart
Aquila
Aqxle AI
Assembly Global
Association Of National Advertisers (ANA)
AstraZeneca PLC
Bank of America
Basis Technologies
Bill Harvey Consulting
Blackstone Group
Boston Beer Company
Boston University
Brand Metrics Pty Ltd
Campbell Soup Company
Canada Media Fund
Capital One
CBS Corporation
Choreograph
Cint
Circana
The Coca-Cola Company
Colgate-Palmolive Company
Collage Group
Comcast Advertising
Comcast Cable
Comscore
Concept M Research & Consulting
CONSEJO DE INVESTIGACIÓN DE MEDIOS
CVS Health
DataPOEM
DirecTV
Dotdash Meredith
DoubleVerify
Dylan Alcott Foundation
Eli Lilly and Company
eye square
Feldman Research Lab
Fox Corporation
Galileo Research & Strategy Consultancy
GfK
Globo
Grey Zebra
GroupM
GSTV
Hakuhodo DY Media Partners
Havas Media
Horizon Media
Hudson Ferris
Ipsos
ISpot.tv
Jaguar Land Rover
Kenvue
KnotSimpler
Koddi
LG Ads
LinkedIn Corporation
Lucid
Luma
Lumen Research
Magna Global
Management Science Associates
MBN Media Rep
McCormick & Company, Inc.
Measure Protocol
Media Japan Network, Inc.
Mediaocean
MediaPost
MediaScience
Meredith
Milton Data
MindShare
Mitsubishi Motors North America Inc.
MMA Global
Morning Brew
MRL
National Research Group
NBCUniversal
NCS
Netflix
New Balance Athletics, Inc.
Nielsen
Nielsen Catalina Solutions
Nielsen Consumer Neuroscience
Nike
Northwestern University
Obsssn.co
Ocean Spray Cranberries, Inc.
Olympic Media Consultancy
Omnicom MediaGroup
Operative
Optable
OptiMine
PA Consulting
Paramount
Pernod Ricard
Pfizer
Procter & Gamble
Publicis Groupe
Publix Supermarkets, Inc.
Reach3 Insights
Roku
RSMB Ltd
Samsung Ads
Savanta
Screen Engine/ASI
Screenvision Media
Seven.One Entertainment Group GmbH
Snap, Inc.
Suffolk University
Swayable
SXM Media
Television Bureau Of Advertising
The B2B Institute at LinkedIn
The Kantar Group
The Ohio State University
The Trade Desk
The Wharton School
TheTradeDesk
TikTok
Tracksuit
TransUnion
TVision
Unilever
UnitedHealth Group
University Of San Diego
Univision Communications
Up Entertainment
Upwave
Video Research USA
Videoamp, Inc.
ViewersLogic
VIZIO
Walmart Connect
WARC
Warner Bros. Discovery
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